11/08/2026
For a couple of years now, I've been noticing - with pleasure, to be honest - a significant conceptual shift within the high-end hospitality market. I could define it as a "turn" in how the spaces of hotels and resorts are understood and promoted.
And I'm not talking about that "lifestyle touch" - which for many means adding people assuming the image automatically becomes evocative and experiential - but a real commitment to naturalness.
This means, first and foremost, a return to a photo that is truly photography, capable of technically describing a space while at the same time making it come alive: gone are the hyper-processed images of a few years ago in search of the much-coveted "feeling" (that is, in 90% of cases, a shift to a warmer temperature and that's it... I think rarely has a word been losing so much meaning on a creative/advertising level, and at the same time has been able to influence production so much), which ended up distorting everything, creating false, heavy aesthetics that were the result of an ephemeral trend.
In my day-to-day work, this attitude translates into a much more careful treatment of lighting and color, where the ambiance - understood on a sensory level - and the space - understood on an architectural level - are preserved and presented to the viewer: external lighting - the use of flash, to put it bluntly - becomes finer, localized, and more careful; but the biggest change is seen in color management: the ambiance is not lost, but a more efficient color separation is sought. Nothing is clouded by a tone or a halo, everything is perceived in its natural color, but within the general ambiance of the space.
In this two images, the first taken at Daia Conil () for the agency Fly Me To The Moon, and the other at the Don Carlos Resort () in Marbella for the opening of its new restaurant Al Grano (), it is quite evident that everything is in its place, respecting the "feeling" (if we still want to keep using this word) without "eating up" anything: I think it can be a good example of where - in my first-hand experience - contemporary hospitality imagery seems to be heading.